Describe the role of services marketing in the tourism and hospitality industry. Discuss the services marketing approach in the tourism and hospitality industry. Describe the services marketing activities of touris
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Assignment Assessment Structure
Component (Assignment 1) | Details |
Learning Outcomes Covered | LO1, LO2 and LO4 |
Assessment Criteria Covered | 1.1 – 1.4, 2.1 – 2.2 and 4.1 – 4.3 |
Assessment Type | Coursework |
Assignment Brief and Guidance | Students will first need to identify a tourism or hospitality business which is familiar to them. Write a report that details the role played by services marketing within the organisation. Students report must:
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Word Count | Maximum 2000 Words excluding references |
References | References should be added to the text and placed at the end in a references list, using Harvard Referencing style. |
Total Marks | 100 Marks |
Submission | The submission is in the form of a report. Soft Copy (Week 20) |
Component (Assignment 2) | Details |
Learning Outcomes Covered | LO3 |
Assessment Criteria Covered | 3.1 – 3.3 |
Assessment Type | Coursework |
Assignment Brief and Guidance |
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Word Count | Maximum 1000 Words excluding references |
References | References should be added to the text and placed at the end in a references list, using Harvard Referencing style. |
Total Marks | 100 Marks |
Submission | The submission is in the form of an essay. Soft Copy (Week 23) |
Lesson Planner
Lec # | Week # | Subject Content | LO Ref | AC Ref | Book Reference (Chapter & Starting Page) | Time In | Time Out | Activity Date | Teacher Signature |
1 | 1 | Introduction to Services Marketing in Tourism & Hospitality | LO1 | 1.1 | Ch.1 Marketing in Hospitality & Tourism (p.3) | ||||
2 | Marketing in the Tourism and Hospitality Industries | LO1 | 1.1 | Ch.1 (p.3) | |||||
3 | 2 | Defining Hospitality and Tourism Marketing | LO1 | 1.1 | Ch.1 (p.4) | ||||
4 | Nature of Service Products | LO1 | 1.2 | Ch.1 (p.8) | |||||
5 | 3 | Development of Hospitality & Tourism Marketing | LO1 | 1.2 | Ch.1 (p.10) | ||||
6 | Marketing Orientation and Marketing Philosophy | LO1 | 1.2 | Ch.1 (p.13) | |||||
7 | 4 | Introduction to Services Marketing | LO1 | 1.2 | Ch.2 Implementing the Marketing Approach (p.21) | ||||
8 | Marketing Philosophy in Operation | LO1 | 1.2 | Ch.2 (p.21) | |||||
9 | 5 | Services Marketing Mix | LO1 | 1.3 | Ch.2 Marketing Mix (p.25) | ||||
10 | Functional Perspective of Marketing | LO1 | 1.3 | Ch.2 (p.26) | |||||
11 | 6 | Marketing Organisations in Tourism & Hospitality | LO1 | 1.3 | Ch.2 (p.31) | ||||
12 | Social Media and Digital Communications in Tourism Marketing | LO1 | 1.4 | Ch.14 Communications Mix & Advertising (p.317) | |||||
13 | 7 | Digital Marketing and Communication Channels | LO1 | 1.4 | Ch.14 (p.323) | ||||
14 | Hospitality & Tourism Advertising | LO1 | 1.4 | Ch.14 (p.326) | |||||
15 | 8 | Introduction to the 9P Marketing Mix | LO2 | 2.1 | Ch.2 Marketing Mix (p.25) | ||||
16 | Product and Place | LO2 | 2.1 | Ch.11 Hospitality & Tourism Product Offer (p.237) | |||||
17 | 9 | Price and Promotion | LO2 | 2.1 | Ch.12 Pricing Strategies (p.263) & Ch.14 (p.317) | ||||
18 | People and Planning | LO2 | 2.1 | Ch.3 Hospitality & Tourism Service Systems (p.41) | |||||
19 | 10 | Partners and Presentation | LO2 | 2.1 | Ch.13 Distribution Systems (p.291) | ||||
20 | Passion and Integrated Marketing | LO2 | 2.1 | Ch.2 (p.25) | |||||
21 | 11 | Progress Test I (MCQs Based Assessment) (Invigilation by the trainer) | |||||||
22 | Marketing as a Cross Functional Activity | LO2 | 2.2 | Ch.2 (p.26) | |||||
23 | 12 | Analysing Marketing Mix of Tourism Businesses | LO2 | 2.2 | Ch.11 (p.237) | ||||
24 | Integrated Marketing Strategies | LO2 | 2.2 | Ch.14 (p.317) | |||||
25 | 13 | Case Study: 9P Marketing Mix | LO2 | 2.2 | Ch.11–14 | ||||
26 | Introduction to Consumer Behaviour | LO3 | 3.1 | Ch.4 Individual Guest Behaviour (p.71) | |||||
27 | 14 | Models of Guest Behaviour | LO3 | 3.1 | Ch.4 (p.72) | ||||
28 | Guest Drives and Motives | LO3 | 3.1 | Ch.4 (p.73) | |||||
29 | 15 | Guest Search Process | LO3 | 3.1 | Ch.4 (p.78) | ||||
30 | Purchase Decisions and Guest Perceptions | LO3 | 3.2 | Ch.4 (p.79) | |||||
31 | 16 | Purchase Outputs and Consumer Learning | LO3 | 3.2 | Ch.4 (p.84) | ||||
32 | External Forces Influencing Consumer Behaviour | LO3 | 3.2 | Ch.4 (p.85) | |||||
33 | 17 | Applying Guest Behaviour Models | LO3 | 3.2 | Ch.4 (p.89) | ||||
34 | Contemporary Consumer Behaviour Trends | LO3 | 3.2 | Ch.18 Hospitality & Tourism Marketing: A Look Ahead (p.411) | |||||
35 | 18 | Future Guests and Market Trends | LO3 | 3.2 | Ch.18 (p.414) | ||||
36 | Business Responses to Consumer Behaviour | LO3 | 3.3 | Ch.18 (p.421) | |||||
37 | 19 | Relationship Marketing and Future Marketing | LO3 | 3.3 | Ch.18 (p.423) | ||||
38 | Introduction to Service Quality and Customer Service | LO4 | 4.1 | Ch.3 Hospitality & Tourism Service Systems (p.41) | |||||
39 | 20 | Service Quality and Product Service Spectrum | LO4 | 4.1 | Ch.3 (p.47–50) | ||||
40 | Service Encounters and Six S`s of Service | LO4 | 4.1 | Ch.3 (p.60) | |||||
41 | 21 | Progress Test II (MCQs Based Assessment) (Invigilation by the trainer) | |||||||
42 | Principles of Excellent Customer Service | LO4 | 4.1 | Ch.3 (p.62–64) | |||||
43 | 22 | Customer Service and Business Performance | LO4 | 4.2 | Ch.3 (p.63–64) | ||||
44 | Measuring Service Quality Performance | LO4 | 4.2 | Ch.3 (p.64) | |||||
45 | 23 | Introduction to Performance Management | LO4 | 4.2 | Ch.7 Marketing Planning (p.147) | ||||
46 | Submission of Assignment II |
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47 | 24 | Customer Satisfaction and Performance Indicators, Customer Complaint Management | LO4 | 4.2 & 4.3 | Ch.7 (p.150), Ch.16 Public Relations & Publicity (p.369) | ||||
48 | Complaint Resolution Strategies, Customer Relationship Management, Best Practices in Customer Service and Complaint Management | LO4 | 4.3 | Ch.16 (p.373 & p. 379) & Ch.18 Future of Hospitality & Tourism Marketing (p.423) | |||||
Final Exam and Final Defense + Viva (Mandatory Invigilation by the trainer) |
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Guided Learning Hours Calculation:
Description | Calculation | Guided Learning Hours |
Total Weeks | 24 Weeks | - |
Duration Per Lecture | 1.5 Hours | - |
Lectures Per Week | 2 Lectures per Week Total Lectures = 24 x 2 = 48 Lectures | 48 * 1.5 Hours = 72 Hours |
Dining Skills Training (DST) | 4 Hours per day x 6 Days | 24 Hours |
Industrial Visit | Any relevant property visit | 4 Hours |
